Brand Tone

Passionate, Knowledgeable, Community-Focused, and Quality-Driven

Brand Values

• •Excellence & Quality
• •Community & Collaboration
• •Ethical Sourcing & Sustainability
• •Passion & Craftsmanship
• •Education & Knowledge Sharing

Best Practices

• •Develop a Brand Voice Chart: Create a simple chart listing your core tone attributes (e.g., Passionate, Knowledgeable, Community-Focused, Quality-Driven) and provide 'Do's' and 'Don'ts' for each. For example, under 'Knowledgeable,' a 'Do' might be 'Share specific details about coffee origins and tasting notes,' and a 'Don't' could be 'Use overly technical jargon without explanation.'
• •Know Your Audience, Speak Their Language: Understand who your customers are. While Theory Coffee is expert-driven, the language remains accessible and inviting. Avoid overly academic or exclusive terminology unless explaining it clearly to elevate the customer's understanding and appreciation.
• •Storytelling is Key: Weave the brand's passion, origin story, and community involvement into narratives. Instead of just stating 'we value quality,' tell a short story about the journey of a specific bean or a community event they participated in. The 'Theory Monthly' is a good example of this.
• •Consistency Across Platforms: Ensure the tone is consistent whether it's an Instagram caption, a website product description, a Facebook reply, or an in-store sign. While the length and style might vary, the core voice should remain recognizable.
• •Empower Your Team: Ensure everyone who communicates on behalf of the brand (social media managers, baristas responding to online queries, etc.) understands and can articulate the brand voice. Brief, regular refreshers or examples of good/bad copy can be helpful.

Social Perception

Positive: Customers overwhelmingly perceive Theory Coffee Roasters positively. Reviews frequently use words like 'incredible coffee,' 'best coffee I have ever had,' 'smooth and rich,' 'high quality,' and 'excellent value.' The staff are described as 'friendly, genuine, authentic and passionate.' Their cafes are seen as welcoming spaces. They are recognized for their award-winning coffees and expertise.

Copy Examples

• •✨ Discover your new obsession! Our latest single-origin from [Farm Name, Country] has just landed. Expect captivating notes of [Flavor 1], [Flavor 2], and a hint of [Flavor 3]. Expertly roasted right here in Redding to bring out its truest character. Come taste the passion in every cup. #TheoryCoffee #ReddingCoffee #SpecialtyCoffee #CraftRoasted #NewArrival
• •At Theory Coffee Roasters, we believe coffee is more than a drink – it's a shared experience. Born from a passion for the perfect cup and a commitment to our Redding community, we meticulously source ethical beans and roast them with precision and heart. Join us, and taste the dedication. [Read Our Full Story] #BetterTogether #ElevatedCoffee
• •What's your favorite Theory Coffee brew to kickstart your week? ☕️ Whether it's a velvety latte from our Hilltop spot or a perfectly extracted pour-over at California St, we love being part of your daily ritual. Share your go-to in the comments below! #ReddingCA #CoffeeCommunity #TheoryMoments
• •Our [Blend Name] Espresso: A carefully crafted symphony of [Origin 1] & [Origin 2] beans, roasted to achieve a harmonious balance of rich [Flavor A], bright [Flavor B], and a lingering [Flavor C] finish. Perfect for the discerning palate seeking an exceptional, award-winning espresso experience, every time. #QualityCoffee #EthicallySourced #AwardWinning
• •Redding's award-winning coffee, brewed with passion. Experience the Theory Coffee difference. Visit us on California St. & Hilltop Dr. Your best cup awaits. #SupportLocal #TheoryCoffeeRoasters